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KAMAL HASSAN's DTH Revolution for VISHWAROOPAM

Kamal Hassan is reportedly exploring the possibility of
releasing his new Tamil film, Vishwaroopam, through telecast on a DTH platform on Thursday, January 10, before its full-fledged theatrical release. This is a new approach to
publicity for the film and is a technique believed to create a positive
word-of-mouth that will incite crowds to watch it at the cinema. The DTH operators telecasting this release would be Airtel, Dish, Videocom and Reliance while the film would have a simultaneous release in Los Angeles.

In a country where cinema-goers visit the cinema several
times to watch their favorite hit film, this might be quite a strategy.
Multiplex owners however are extremely worried this might negatively impact
their business.

While skepticism from movie theatre owners may seem well
justified, it remains to be seen if their fears are properly founded. A good
film, and Kamal Hassan would seem very confident about his newest venture, just
might make this experiment work.

The industry should watch closely and continue to attempt
new ways of releasing films at a time when many blockbusters are sold as pirate
DVD copies around town from the night of their release onwards. A release in
both online and cinema platforms might be a solution, or maybe Kamal Hassan’s
solution will spread like fire… May the film world keep closely watching.